THE OPPORTUNITY: The American Land Title Association (ALTA)’s members have a long history of protecting homeowners from threats to their property rights. In 2014, the title insurance industry experienced changes within the regulatory and business environment, exposing the need for ALTA members to approach their industry in a bold and innovative way. Title professionals were compelled to embrace a strategic shift—moving from operating with a business-to-business lens to thinking about their operations through a business-to-consumer lens. This situation intensified the opportunity for ALTA to rethink its brand positioning, tagline and event portfolio. By embracing change head-on, ALTA demonstrated its ability to be proactive, provide a clear vision for the future and redefine its purpose and position in the market.